A barbecue plate and sides at Terry Black’s
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It’s no secret that barbecue-joint profit margins, as thin as they are, are being trimmed even further by the price of brisket.
At the current wholesale price, selling brisket at anything less than $40 per pound is usually a loss leader. Some joints have invoked the Texas barbecue version of the “nuclear option” – removing brisket from their menu entirely.
However, other joints have implemented less drastic and more creative ways to increase the bottom line. Here are the barbecue side hustles that are keeping many joints profitable.
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For those restaurants with media presence beyond the city limits, and a kitchen big enough for the extra production, nationwide shipping is a great way to supplement income.
Sites like Goldbelly offer promotions and online ordering that allow participating vendors just ship out the orders as they come in. From Houston, Roegels Barbecue Co., Feges BBQ, and Goode Co. Barbeque are featured prominently on the Goldbelly website, with extensive menus available for nationwide distribution.
For Russell Roegels, it’s a way to expand his customer base and add to the bottom line.
“You make a little bit on it,” says Roegels. “During the holiday season we do very well. Fourth of July, Thanksgiving and Christmas.”
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Another income boost is merchandise sales, especially sauces and rubs. Grant Pinkerton of Pinkerton’s Barbecue has established himself as a leader in this area by distributing products developed through his experience in barbecue competitions.
His “Come and Eat It” brand of sauces and rubs can be purchased online, at his barbecue joint locations as well as at most locations of H-E-B, Walmart and Kroger in Houston.
A more recent addition to a barbecue joint’s profitability is the idea of “experiences.” Leveraging global interest in the traditions and techniques associated with smoking meats, some pitmasters have started to hold cooking classes at their locations.
In Houston, Truth Barbeque holds quarterly “Smoke Like a Pitmaster” classes listed at $600 for a day’s worth of cooking instruction and, of course, plenty of eating.
Similarly, Cooper Abercrombie at Bar-A-BBQ in Montgomery is supplementing his popular how-to YouTube videos with in-person classes this fall and winter. Follow his social media for upcoming classes.
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An even newer trend is the “VIP Experience.” This addresses two trends in contemporary barbecue: lines and tours.
Houstonians know the pressure of having out-of-town friends or family wanting to get a true taste of Texas ‘Q. Most of the well-known barbecue joints have lines that can result in a wait of up to an hour. Not ideal when trying to corral a big group of hungry relatives.
To address this issue, some joints with entertainment-worthy pit rooms and dining rooms are offering all-inclusive experiences with no waiting in line.
The new location of Terry Black’s BBQ in Houston offers a $150 per person experience featuring a tour of the smokers with a pitmaster, reserved dining area and a full spread of barbecue, sides and desserts that’s guaranteed to impress even the most skeptical uncle from the East Coast.
And if you’re looking for a side of Houston history with your tour/experience, Pizzitola’s Heritage BBQ offers reserved tours for $75 per person, featuring the decades-old brick pits that make this barbecue destination unlike any other in the city.
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Of course, pit room tours have long been a tradition of Texas barbecue, and you can still request a free one even if you don’t have a reservation. It’s all part of the experience that makes Texas barbecue more than just smoked meats.
Pizzitola’s Heritage BBQ
1703 Shepherd; 713-227-2283
Closed Sundays.
Terry Black’s BBQ
1329 N Shepherd; 346-680-0123
Open daily.